#Japan #Tokyo #Advertising Metrics #Out-of-Home #Japan OOH

Japan Establishes an Association for Out-of-Home Advertising Measurement

Establishment of the Japan OOH Audience Measurement Association

On September 18, 2025, the Japan OOH Audience Measurement Association was established in Tokyo to promote standardized metrics in OOH (Out-of-Home) advertising, which includes outdoor and transportation ads. The association aims to support advertisers, advertising agencies, and media businesses by developing a transparent and reliable method for measuring OOH advertising effects. Its overarching goal is to create an environment where advertisers can confidently utilize OOH advertising by providing common industry metrics.

Background of the Establishment

Japan's OOH advertising market has been challenged by companies operating under varied standards, leading to inconsistencies in evaluation among advertisers and media companies. This lack of standardization hampers reliable decision-making for placements and optimizations in transactions.

In contrast, major overseas markets have introduced common measurement indicators, accelerating the visibility and growth of OOH advertising. Consequently, there is a pressing need within Japan for an infrastructure that allows for transparent and comparable data.

Moreover, as mobility recovers post-pandemic, OOH advertising has garnered renewed attention for its ability to reach consumers effectively. Key advantages include:

- Repeated exposure during daily commutes and activities
- High visibility and impact
- Flexible targeting based on area and time

These merits underline the necessity for an industry-wide, commonly used set of metrics and data infrastructure, benefiting advertisers, agencies, and media companies alike.

Mission

The association is committed to providing audience data that can be uniformly utilized across the industry to support various aspects tied to OOH advertising:

- Optimizing advertising planning
- Ensuring transparency in buying and trading advertising products
- Visualizing and tracing campaign effectiveness

Operating from a neutral, third-party standpoint, the association strives to enhance the authority and trustworthiness of OOH advertising.

Objectives of the Association

1. Continuous provision of measurement data for OOH advertising.
2. Establishing an understanding of transparent OOH advertising transactions and creating international industry standards.
3. Contributing to the healthy development and expansion of the OOH advertising industry.

Business Activities

The association’s activities will encompass:
1. Research on OOH advertising measurement.
2. Collecting, analyzing, and utilizing data regarding OOH advertising evaluations.
3. Building and managing necessary databases.
4. Disseminating information and making policy recommendations about OOH advertising.
5. Engaging in international cooperation and exchanges in OOH advertising.
6. Other necessary activities to achieve the association’s goals.

Founding Members

The founding members of the Japan OOH Audience Measurement Association include 13 companies, such as:

- ADK Marketing Solutions
- NKB Corporation
- Oricom
- Kyoritsu Advertising
- Dentsu
- Hakuhodo
- MC2 Co., Ltd.
- JR East Planning
- Tokyu Agency
- Pass Communications
- Metro Ad Agency
- Live Board
- Video Research

Leadership

- Chairperson: Akihiko Ishikawa (President of JR East Planning)
- Vice Chairpersons:

- Aoko Hayashi (Dentsu)
- Naoki Ishikawa (Hakuhodo)
- Malick Lemaine (MC2 Co., Ltd.)

- Directors: Includes representatives from each founding member and prominent figures from sponsoring associations.

Organization Structure

The association consists of a board of directors, general assembly, and specialized committees, and is looking to expand its membership through regular and supporting memberships.